Dana App
Dana App
Dana App
Digital Finance Case Study
Digital Finance Case Study
Digital Finance Case Study
Industry
Industry
Fintech
Fintech
From Indonesia
From Indonesia
DANA is one of the largest digital wallet applications in Indonesia, launched in 2018. With more than 180 million users (2025), DANA has become a non-cash transaction solution that is widely used by people for their daily needs—from money transfers, bill payments, top-ups, to shopping at merchants with QRIS.
DANA is one of the largest digital wallet applications in Indonesia, launched in 2018. With more than 180 million users (2025), DANA has become a non-cash transaction solution that is widely used by people for their daily needs—from money transfers, bill payments, top-ups, to shopping at merchants with QRIS.
DANA is one of the largest digital wallet applications in Indonesia, launched in 2018. With more than 180 million users (2025), DANA has become a non-cash transaction solution that is widely used by people for their daily needs—from money transfers, bill payments, top-ups, to shopping at merchants with QRIS.
Role
Role
UI/UX Designer (Full Stack)
UI/UX Designer (Full Stack)
UI/UX Designer (Full Stack)
Duration
Duration
September 2025 (3 Days)
September 2025 (3 Days)
September 2025 (3 Days)
Objective
Objective
However, data shows that churn rates on first use are very high, reaching 70%. This indicates that many new users haven't found a compelling reason to return after trying the app. The key challenge isn't just the payment functionality, but also how to deliver a valuable experience. Users need to be stimulated with interactions that are more social, enjoyable, and relevant to their needs. Therefore, design interventions are needed to improve long-term retention and engagement.
However, data shows that churn rates on first use are very high, reaching 70%. This indicates that many new users haven't found a compelling reason to return after trying the app. The key challenge isn't just the payment functionality, but also how to deliver a valuable experience. Users need to be stimulated with interactions that are more social, enjoyable, and relevant to their needs. Therefore, design interventions are needed to improve long-term retention and engagement.
Problem statement
Problem statement
70% of users quit after trying the Split Bill feature for the first time. Indications: The app fails to provide a reason to return (habit-forming cue) or the flow is too demanding.
70% of users quit after trying the Split Bill feature for the first time. Indications: The app fails to provide a reason to return (habit-forming cue) or the flow is too demanding.
Hypothesis
Hypothesis
Value Gap
Value Gap
Users feel that the application is the same as manual notes, there are no additional benefits.
Users feel that the application is the same as manual notes, there are no additional benefits.
Complex Onboarding
Complex Onboarding
Users are confused when adding/managing tasks.
Users are confused when adding/managing tasks.
Goal Evaluation
Assessing retention & churn rates
Assessing retention & churn rates
Do users return to using the Split Bill feature after the first use, or do they stop?
Do users return to using the Split Bill feature after the first use, or do they stop?
Identifying key pain points
Identifying key pain points
From the dataset (although synthetic), see the most common reasons users unplug: it's complicated, there are no notifications, or because their friends don't use it.
From the dataset (although synthetic), see the most common reasons users unplug: it's complicated, there are no notifications, or because their friends don't use it.
User flow
User flow
Create Split Bill
Create Split Bill
Input Amount
Input Amount
Select Participants
Select Participants
Request Sent
Request Sent
Payment
Payment
Wireframe
Wireframe
I chose to skip the traditional sketching phase and directly built the wireframes using Figma. For me, this method is more efficient and allows faster iteration and adjustment. It also helps me visualize layout, spacing, and structure more accurately from the start.
I chose to skip the traditional sketching phase and directly built the wireframes using Figma. For me, this method is more efficient and allows faster iteration and adjustment. It also helps me visualize layout, spacing, and structure more accurately from the start.
High-fidelity
High-fidelity
This high-fidelity prototype maintains the original style guide and colors of the Dana App. Based on the research findings, the existing visuals already provide a user-friendly and accessible experience. Therefore, my iteration focused on enhancing features to support user needs, without changing the already strong design identity.
This high-fidelity prototype maintains the original style guide and colors of the Dana App. Based on the research findings, the existing visuals already provide a user-friendly and accessible experience. Therefore, my iteration focused on enhancing features to support user needs, without changing the already strong design identity.
Usability test
Usability test
We conducted usability testing with 50 participants across both iPhone and Android user to evaluate key user flows, ease of use, pain points, and overall satisfaction. The insights helped identify cross-platform differences and prioritize improvements for a more consistent and seamless experience.
We conducted usability testing with 50 participants across both iPhone and Android user to evaluate key user flows, ease of use, pain points, and overall satisfaction. The insights helped identify cross-platform differences and prioritize improvements for a more consistent and seamless experience.
Test scenario 1
Open Split Bill feature from main menu
Open Split Bill feature from main menu
Create a new split bill.
Create a new split bill.
Add participants (friends/contacts).
Add participants (friends/contacts).
Enter total amount & split method.
Enter total amount & split method.
Confirm and save the split bill.
Confirm and save the split bill.
Test scenario 2
Test scenario 2
Open Split Bill feature from main menu
Open Split Bill feature from main menu
Locate an existing split bill.
Locate an existing split bill.
Review details of the bill.
Review details of the bill.
Choose your payment method
Choose your payment method
Confirm and complete payment.
Confirm and complete payment.
Cohort Insight
Cohort Insight
Funnel Insight
Funnel Insight
Created Split → 50 user (100%)
Created Split → 50 user (100%)
Completed Payment → 23 user (46%)
Completed Payment → 23 user (46%)
Returned 7d→ 35 user (70%)
Returned 7d→ 35 user (70%)
Retruned 30d→ 30 user (60%)
Retruned 30d→ 30 user (60%)
Funnel Analyze
Funnel Analyze
The biggest drop is at the Completed Payment stage → only 46% of users actually paid.
An indication that there is a problem in the payment flow: maybe friction when looking for bills, or link-based UX that makes it complicated.
The biggest drop is at the Completed Payment stage → only 46% of users actually paid.
An indication that there is a problem in the payment flow: maybe friction when looking for bills, or link-based UX that makes it complicated.
Returned 7d is higher than completed payment (70% vs 46%).
This means that there are users who may have failed/refused to pay, but still returned to the app. There is another curiosity/value that makes them come back.
Returned 7d is higher than completed payment (70% vs 46%).
This means that there are users who may have failed/refused to pay, but still returned to the app. There is another curiosity/value that makes them come back.
Returned 30d is okay (60%), but definitely not enough for habit-forming.
Returned 30d is okay (60%), but definitely not enough for habit-forming.
by Platform
by Platform
More Android users → higher payment rate + better retention.
More Android users → higher payment rate + better retention.
iOS user payment rate is lower → it could be because their UX expectations are higher (standard usability of iOS apps).
iOS user payment rate is lower → it could be because their UX expectations are higher (standard usability of iOS apps).
by Age Group
by Age Group
25-34→ highest payment rate (probably more often joint venture), but high churn (50%). It could be that frustration in the feature is turning them off.
25-34→ highest payment rate (probably more often joint venture), but high churn (50%). It could be that frustration in the feature is turning them off.
18-24→ moderate payment, lowest churn (23%). They adapt more easily to complicated flow.
18-24→ moderate payment, lowest churn (23%). They adapt more easily to complicated flow.
35-44→ lowest payment, but the longevity is pretty solid (30d = 70% return).
35-44→ lowest payment, but the longevity is pretty solid (30d = 70% return).
Cohort Conclusion
Cohort Conclusion
The most critical target: age 25-34 → they are actually the most potential (frequent payers), but easily frustrated (high churn).
The most critical target: age 25-34 → they are actually the most potential (frequent payers), but easily frustrated (high churn).
Platform: UX improvements should be prioritized on iOS, as their baseline is more demanding.
Platform: UX improvements should be prioritized on iOS, as their baseline is more demanding.
Recommendations
Recommendations
Automatic Redistribution for Custom Amount
Automatic Redistribution for Custom Amount
In-App "Pending Payments" Tab
In-App "Pending Payments" Tab
Habit-forming Cue
Add reminder friendly (Inbox & microcopy)
Habit-forming Cue
Add reminder friendly (Inbox & microcopy)
Implementation Priorities
Implementation Priorities
Fix redistribusi custom amount
Fix redistribusi custom amount
Pending Payments tab
Pending Payments tab
Success Metrics
Success Metrics
The success of this solution will be measured through usability metrics (TSR, Error Rate, Time-to-Task), retention (7d & 30d), and payment completion. The main target is to increase payment completion rate from 46% to 70%+ and decrease first-use churn from 70% to 40%.
The success of this solution will be measured through usability metrics (TSR, Error Rate, Time-to-Task), retention (7d & 30d), and payment completion. The main target is to increase payment completion rate from 46% to 70%+ and decrease first-use churn from 70% to 40%.
Redistribution Custom Amount
Redistribution Custom Amount
Task Success Rate (TSR): % users who successfully completed the custom split without error.
Target: increase from baseline (e.g. 60%) → 90%.
Task Success Rate (TSR): % users who successfully completed the custom split without error.
Target: increase from baseline (e.g. 60%) → 90%.
Error Rate: % The wrong user changes the amount because the total changes.
Target: down >50%.
Error Rate: % The wrong user changes the amount because the total changes.
Target: down >50%.
Time-to-Task
Target: < 15 seconds.
Time-to-Task
Target: < 15 seconds.
User Satisfaction (SUS / CSAT) for this feature.
Target: score ≥ 80/100.
User Satisfaction (SUS / CSAT) for this feature.
Target: score ≥ 80/100.
Pending Payments Tab
Pending Payments Tab
Payment Completion Rate
Target: increase from 46% → 70%+
Payment Completion Rate
Target: increase from 46% → 70%+
Discovery Rate
Target: 90>%
Discovery Rate
Target: 90>%
Time-to-Pay
Target: down 30%
Time-to-Pay
Target: down 30%
Drop-off Rate
Target: down minimal 20%
Drop-off Rate
Target: down minimal 20%
Retention & Habit-Forming
Retention & Habit-Forming
7-day Retention Rate
Target: increase from 70% → 80%+
7-day Retention Rate
Target: increase from 70% → 80%+
30-day Retention Rate
Target: increase from 60% → 70%+
30-day Retention Rate
Target: increase from 60% → 70%+
Churn after First Use
Target: down from 70% → 40%
Churn after First Use
Target: down from 70% → 40%
Business Impact
Business Impact
Average Transaction per User (ATPU)
Target: 25% increase in 1 month
Average Transaction per User (ATPU)
Target: 25% increase in 1 month
Total Split Bill Volume
Target: Significant increase (indication of habit forming)
Total Split Bill Volume
Target: Significant increase (indication of habit forming)
Final Design
Final Design
Coclusion & reflection
Coclusion & reflection
Through this project, I learned that simplifying collaborative payment flows requires balancing usability and user motivation. Despite challenges in low feature engagement, the redesigned Split Bill experience successfully improved task efficiency and encouraged repeated use. This case study reinforced the value of empathy and iteration in creating meaningful financial experiences.
Through this project, I learned that simplifying collaborative payment flows requires balancing usability and user motivation. Despite challenges in low feature engagement, the redesigned Split Bill experience successfully improved task efficiency and encouraged repeated use. This case study reinforced the value of empathy and iteration in creating meaningful financial experiences.
let’s
let’s
let’s
collaborate
collaborate
collaborate
good collaboration will bring rapid progress in the future
good collaboration will bring rapid progress in the future